THE MERCHA] 

AND THE NEW 
NATIONAL SPIRIT 




S BY 








CopyrigM?. 



CQBJRIGHT DEPOSIT. 



" There are not more useful mem- 
bers in a commonwealth than mer- 
chants." 

ADDISON 

" The noblest motive is the public 
good." 

VIRGIL 




THE SPIRIT OF THE NATION 

Illustration reproduced from a war-time newspaper advertisement of 
Marshall Field & Company 



The Merchant 

and the 

New National Spirit 



by Forrest Crissey 



X 



r 




Published by 

Marshall Field & Company 

Chicago, U. S. A. 



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Copyright iy2o by 

Marshall Field & Company 

Chicago 



SCI.A627739 



NOV 16192! 



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A STORY WRITTEN AS A TRIBUTE 
TO THE MERCHANTS OF THE COUN- 
TRY FOR THEIR AID IN A PERIOD OF 
NATIONAL CRISIS; AND TO RECORD 
THE NEW AND BETTER CONCEPTION 
OF THE MERCHANT'S RESPONSIBI- 
LITY AND HIS INFLUENCE IN COM- 
MUNITY AND NATIONAL LIFE. 



NOTE: — The five full page illustrations immediately following are reproduced from 
photographs of displays exhibited by Marshall Field & Company in the State Street 
windows of their Retail Store in Chicago and later in the windows of their Wholesale 
Store in New York City. These displays attracted widespread attention. 




I. THE STANDARD BEARERS-UNITED STATES 

The first of a series of window displays by the Retail Store of 
Marshall Field & Company during the war 



THE MERCHANT 
AND THE NEW NATIONAL SPIRIT 

By Forrest Crissey 

OUT of the World War has arisen a New National 
Spirit which is the greatest asset this country can 
schedule today. Its cost in sacrifice staggers the im- 
agination; but it is a law of life that we cannot pay dearly 
without receiving a rich return. A new-born realization 
of what it means to be a citizen of the world's greatest 
republic is, perhaps, the most priceless thing that the 
great struggle has given to true Americans. 

Despite its reality and power, this New National 
Spirit seems to defy definition. This is a characteristic 
which it holds in common with many of the greatest 
things in life. Certainly it involves a high and almost 
universal recognition of the fact that no man can live 
unto himself alone and live worthily. 

Again, this spirit is a national impulse which puts 
strong emphasis on the word Service. It applies this 
standard of measurement to every business, industry, 
calling and organization and asks: "Can you justify 
your existence to your community, your state and your 
country on the score of service — service in the broadest 
and best sense of the term?" 

It is a spirit which is bound to touch every activity 
of this people with a distinct and thrilling influence. 
Industry and commerce come under its spell as surely 
as do the civic and social interest of the nation. Busi- 
ness can no more escape this new baptism than can 





II. THE STANDARD BEARERS-GREAT BRITAIN 

With set face, battling without fear 



10 



religion, art or literature. Nothing that greatly concerns 
human welfare is beyond the reach of its inspiration. 
It touches trade as potently as it does politics. To 
call it the New National Spirit is, in a sense, a mis- 
nomer, because its seed has always existed in the heart 
of this people; but it remained for our great national 
experience of the war to bring this seed into bloom. 

The New National Spirit is Revealed in the 
Merchant's Attitude Toward the Community 

In business — in trade — this New National Spirit 
reveals itself in intimate form. The merchant reflects 
its stimulating influence. To him it has come as one 
more great step in Service. He it is who is and always 
has been the central unit in the material activities of 
the community. In fact, his presence has been the 
first requisite of community existence. He is the corner 
stone of the community structure. This fact is clearly 
recognized in every analysis of the economic position 
held by the local merchant in the general scheme of 
commerce and of community building. 

The first step towards understanding the new 
spirit which was born to this nation from the travail 
of its war experience is the clear recognition of the 
fact that it implies service to the community; a 
consistent and substantial contribution to the general 
civic welfare of the hamlet, the town, the city, the 
state and the nation. 

The followers of no other pursuit can face this test 
with greater confidence or pride than can the merchants 



of this country. They have, from the first, been natural 
and industrious community builders. They have given 
splendid and abundant proof that they possess this 
spirit of devotion to high constructive ideals and to 
community and national interests. 

If, for example, the work done by the thousands of 
merchants throughout this country could have been sub- 
tracted from the total of our war activities, the nation 
would have been astounded at the magnitude of the 
vacuum thus created. With scarcely an exception, the 
merchants of every town and city of the United States 
have been at the center of patriotic endeavor. This 
has been almost inevitable because their communities 
have come to look to their leadership in all matters of 
civic welfare and progress. 

Their close identification with their own communities 
and the habit of constructive thinking, which this 
intimate relationship has developed, made their leader- 
ship in supporting the nation in its fight for human 
liberty inevitable. The man who had become accustom- 
ed to think in terms of community building and com- 
munity welfare could not fail to respond with a high 
patriotic ardor to the greatest demand that has ever 
been made upon this nation. And the merchants of 
this country did not fail to maintain their standard of 
community devotion — rather, they raised it! 

Untiringly they toiled to see that the great national 
emergency was met and that they and their com- 
munities were not behind in the service to their country 
and humanity. It would be difficult to find a town or 
city in which the merchants were not wheelhorses 



in work of raising war funds. In thousands of cases 
these patriotic activities had first call on their time 
and energies, and their own business — beset by peculiar 
wartime difficulties — took second place. 

As a faithful and alert champion of the nation — the 
largest community unit— the merchant has discharged 
his patriotic responsibilities up to the high standard 
of expectation created by this consistent devotion to 
the interests of his local community. 

The expression of this New National Spirit by the 
merchants of this country is as diversified as are the 
communities in which merchants carry on their callings. 
It is as varied as the forms in which true local patriotism 
may find outlet. 

How a Group of Merchants Took the Lead in 
Community Service 

Here is one example of how this spirit has touched 
and quickened a community of about thirty thousand 
inhabitants. A half dozen merchants of a Mid-Western 
city decided that its merchants were not doing enough 
for their community, and that they would be able to 
become better community builders if they went about 
the job in as systematic and businesslike a way as 
if they were seeking only to reduce their costs and 
correct trade abuses. 

First they hand-picked their members as carefully as 
if they were going to establish an exclusive social club. 
Only those merchants having a high reputation as 
being "square" and progressive were invited to become 
members. 



13 









III. THE STANDARD BEARERS- FRANCE 

Clutching to his heart the emblem of his beloved country 



Those who accepted the invitation were warned that 
the club would meet every Friday noon and that those 
"absent without leave" would be fined; that the ses- 
sions of the club would be for the consideration of the 
community's business, and not the profit of the stores; 
that a substantial working fund with which to do things 
for the benefit of the city would have to be subscribed, 
and that each member would be required to sign a 
pledge that he would always place a demand by the 
club to do something for the community above the 
demands of his own business. 

These conditions were emphasized, and no merchant 
was allowed to join this group of community builders 
under the impression that he would not be required 
to meet these conditions when it happened to be 
inconvenient to do so. 

When this club of community patriots, picked from 
the ranks of merchants, started, it numbered thirty; 
today its membership is forty. 

At the first meeting the original thirty members sub- 
scribed $2275.00 "as a starter" to be used for doing 
"some of the larger things for the community, the state 
and the nation." 

These men, who had always thought in terms of the 
community, knew that it takes money to carry the 
initiative in community work and "get things going" — ■ 
especially when there is a determination to "tackle 
the bigger things." 

One of these bigger things was the building of a road 
to the neighboring military encampment, during the 





IV. THE STANDARD BEARERS-BELGIUM 

Midst ruin and desolation, clinging to his colors 



16 



war. Conditions made it virtually impossible for this 
road to be built by public appropriation without 
delaying the work almost indefinitely. 

The merchants themselves not only gave $40,000, 
but the Merchants' Club raised $140,000. 

Later it was found necessary, or at least desirable, 
to build another road to the military encampment. 
This club "camped" at the door of the board of 
supervisors and made it clear to its members that this 
public improvement was a community demand that 
must be met promptly. The appropriation was made 
and construction work began at once. 

When the Liberty Loan drive was about to start, the 
members of the Merchants' Club — then numbering 
thirty-five said: 

"This is the most important public event that our 
town has ever faced. We must see to it that it has the 
right start — a getaway that will give it a big mo- 
mentum. Now let's dig deep, right here and now, 
and give it a shove that will put it over quick!" 

Before these thirty-five members pushed their chairs 
back from the luncheon table they had subscribed for 
$125,000 worth of Liberty Bonds. And that was only 
the beginning of their work in the drive. 

A kind of public service which this watchful group 
of merchants was always ready to perform "as a time- 
saver" is suggested by their action when the War 
Savings Stamps campaign opened. The official head 
of that drive confronted the troublesome fact that 
"What's everybody's business is nobody's business" 
especially in the matter of spending money without hope 




V. THE STANDARD BEARERS- ITALY 

On the heights, confident and unafraid 



18 



of its return. He needed street booths for the sale of 
stamps, and lumber was expensive. 

"Waste no time raising money for the booths — we'll 
build all that are needed," the Merchants' Club told 
him. Put all your time and pep into selling the stamps. " 

Without any delay the merchants' little group of 
community patriots built a dozen booths. A small 
matter? Yes, but it means much to any community 
to have an organization which is always ready to give 
its people that kind of service. And it is a matter of 
justifiable pride that these emergencies are constantly 
met by a group of merchants organized for the purpose 
of standing at attention, ready to serve the community. 

Long in advance of the Victory Loan these store- 
keepers were considering its problems. They decided 
that it would take "all the steam" that could possibly 
be generated and that this implied repeated appeals 
to the public. The modern merchant knows that gener- 
ous space advertising is the agency which reaches and 
moves the people. Therefore they agreed to provide 
forty pages of advertising in the daily papers of their 
city for the Fifth Liberty Loan Campaign. 

This is only an example of how the merchants of 
America everywhere are expressing that common im- 
pulse to serve their communities and their country. 

Merchants as Community Builders 

In a certain Northwestern state an association of 
merchants representing the entire commonwealth is 
bending its energies to a campaign of community 
building. Its first step in every locality is the formation 



19 



of a community club for the purpose of developing a 
broader and finer community spirit. It recognizes 
the home as the primary social unit and the community 
as a collection of homes. The home is the abiding 
place of the family and the community is the home of a 
natural group of homes. This is the viewpoint of the 
energetic league of merchants which has set itself the 
task of stimulating a closer sympathy and co-operation 
between the members of the farm families and the 
town families in every community. Many attractive 
community clubhouses are being built as a result of the 
efforts of this merchants' organization. 

The ordeal of the war fully justified the conviction 
that the retail merchants of America as a class are 
community builders as truly as they are trade builders. 
This great test brought into full flower that high pur- 
pose of good citizenship which is the companion trait 
of good merchandizing. 

This splendid spirit of Greater Citizenship is char- 
acteristic of the merchants of America generally; it 
is a common impulse which the tense national crisis of 
the World War brought into high relief. 

The Merchant is Recognized as a Forceful 
Constructive Influence 

The essence of the matter is that the merchant is a 
permanent constructive influence whose interests are 
those of his community and who is deeply rooted in 
the local soil. This phase of his civic and economic 
position has been altogether too slightly recognized. 



20 



Its broader and fuller appreciation, however, is at 
hand. In the degree that he has kept pace with pro- 
gress and caught the New National Spirit his con- 
structive influence is certain to expand. His influence 
in giving a higher interpretation to the term Service 
will extend from merchandizing to citizenship. Never 
forgetting that his basic responsibility to his community 
as a merchant is to furnish merchandise of the highest 
character — the kind that carries Service in the goods — 
he will inevitably accept also the further responsibility 
and the honor of being more to his community than a seller 
of goods — for economic law has decreed his position as 
a natural community leader and tradition has confirmed 
that decree. 

The mighty propulsion of the war pushed the 
merchant conspicuously to the forefront and the bur- 
dens and honors of local leadership and of high service 
to the permanent interests of his community have 
enlarged and intensified. By a multitude of new signs 
he is able to read, in larger and brighter letters than 
ever before, that he has chosen a life of local service, 
both as a merchant and a citizen, and that he will fall 
short of his high duties if he fails to become a living 
definition of what Service, in its larger meaning, implies. 

A New Conception of the Relation Between 
Employer and Employee Has Been Evolved 

The regenerating experience of the war and recon- 
struction has created a new relationship between 
employer and employee throughout America; it has 
induced a new Faith, a fresh and closer understanding 



than has ever existed before between the men at the 
extremes of the pay roll, and it is bound to be one of 
the most precious survivals of this momentous period. 
The merchants of America who have the true modern 
vision and who have felt the inspiring touch of the 
New National Spirit are alert to resent any line of 
separation drawn between their untitled workers and 
the owners and executives. To the management the 
men and women, the boys and the girls, who are 
grouped under the general title of Employees are the 
store in a broader sense than ever before, and the em- 
ploying merchant who does not recognize this fact fails 
to understand one of the prime essentials of the democ- 
racy of modern merchandizing. 

The Activities of Marshall Field & Company 
as an Example of Public Service 

Hundreds of instances might be given of how this 
New National Spirit of Service has been expressed by 
individual stores. An impressive example in point is 
suggested by the war activities of Marshall Field & 
Company. This example is forceful, not by reason of 
the magnitude of that merchandizing house, but be- 
cause its management grasped this spirit with rare com- 
pleteness and has reflected it with splendid clearness. 

The pictorial narrative sketching some of this great 
store's war activities is here presented because it affords 
a graphic example of what merchants all over America 
have done; because the spirit shown is typical of that 
which has actuated thousands of merchants through- 
out the United States who have been leaders and 
builders in their own communities. 



22 



STORE SERVICE AND DISPLAYS 
DURING WARTIME 

THE means by which the merchants of the 
country helped to arouse their neighbor- 
hoods to moods of courageous sacrifice, and to 
turn the efforts of their communities into 
channels of greatest productive value, are 
typified by the illustrations on the following 
pages. 

These illustrations, showing actual wartime 
activities of the retail store of Marshall Field 
& Company, can only partially indicate the 
intensity of the work of the merchant in devel- 
oping patriotic fervor through the many 
agencies for service and publicity at his 
disposal. 



23 




Returning soldiers parading beneath the great flag of the Marshall Field & 
Company Retail Store on State Street, amid a storm of confetti. 



21 




THE CANADIAN HIGHLANDERS IN CHICAGO 



When the Canadian Blackhawk High- 
land Regiment came to Chicago recruiting 
for Great Britain, Marshall Field & Com- 
pany held a luncheon in its honor at the 
Retail Store. An invitation was also 
extended its members to make full use of 
the reading, writing and smoking rooms 
during their stay in the city. 



25 




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PUBLICITY FOR FOOD PRODUCTION 



During the early spring of 1918 when 
our government sent out an appeal for an 
increased production of foodstuffs, Mar- 
shall Field & Company aided with a 
forceful window display emphasizing the 
needs for the establishment of home gardens. 



28 



yji 





BRINGING HOME THE IDEA OF FOOD CONSERVATION 



Food conservation week found Marshall 
Field & Company ready with a stimulating 
window display which brought a letter of 
gratification from Mr. Hoover. The War 
Service Bureau maintained a domestic 
science expert to answer all questions per- 
taining to food substitutes and food values. 



29 




SUGGESTED BOOKS FOR SERVICE MEN 



This book display was carefully assem- 
bled to provide suggestions for gifts to men 
in service. Books were packed and shipped 
abroad direct from the department. Cus- 
tomers also sent candy and comforts to 
men overseas through the Paris and London 
offices of Marshall Field & Company. 




33 




AN APPEAL FOR THE RED CROSS 



This window was conceived by Marshall 
Field & Company to illustrate the duties of 
our American Red Cross Workers in 
France. Such an appeal to the heart as 
this made work easier for those taking 
membership subscriptions. 




ANOTHER RED CROSS WINDOW 



The War Service Bureau, established 
by Marshall Field & Company, co-operated 
with the American Red Cross Society in 
soliciting subscriptions. This Company 
also organized a class for public instruction 
in making hospital supplies. 



35 




THE TRI-COLOR SHOP 



The Association for " The Fatherless 
Children of France" held a most successful 
bazaar in the Fancy Goods Section of 
Marshall Field & Company. This is one 
of several instances where this Company 
furnished sections for the use of relief 
work. 




STORE SECTION-RELIEF WORK ORGANIZATIONS 



In the sections set apart by Marshall 
Field £f? Company for war relief work many 
organizations were provided with meeting 
places and facilities by means of which 
notable service was given. 



37 





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aniHii-: 

MllftOiUnflUJ. 




An exhibit of the War Posters of the 
Allies shown by the Retail Store of Marshall 
Field & Company. 



38 





These posters, many the work of masters, 
did much to keep patriotic sentimeyit at its 
highest pitch. 



39 




AN APPEAL TO PATRIOTISM 



" One of the strongest silent appeals for the 
Liberty Loan I have seen," said a famous 
traveler on seeing this window of Marshall 
Field & Company, devoted to the Third Loan. 



40 




ANNOUNCING AN EXHIBITION OF WAR PAINTINGS 



A wartime window display of Marshall 
Field & Company's Store/or Men, devoted 
to the announcement of a Benefit Exhi- 
bition held in the Art Institute of Chicago. 



41 




SWISS ALLIES BAZAAR 



By courtesy of Marshall Field & 
Company the Swiss-Allies Commission held 
a bazaar in the Retail Store during two 
weeks of June, igi8. Paintings, rugs, 
carved wood and other articles made by 
prisoners of war were sold for the benefit of 
convalescent Allied soldiers interned in 
Switzerland. 



42 




RAISING MONEY FOR BELGIAN ORPHANS 



Miss Ruth Chatterton, a popular actress, 
Lieut. Philip Bar bier of the Belgian 
Military Staff, and Claudia Musio of the 
Metropolitan Opera Company participated 
in a special entertainment for the benefit 
of orphaned Belgian babies, in Marshall 
Field &? Company's War Service Bureau. 



43 




A SCENE DURING THE THIRD LOAN 



With the aid of the Women 's Committee 
of the Liberty Loan Campaign, a total of 
$1,509,400 was subscribed by the public 
through the Retail Store of Marshall Field 
& Company. This illustration shows 
Mary Pickford selling bonds in the Mens 
Grill. 




HELPING TO OVER-SUBSCRIBE OUR QUOTA 



Marshall Field & Company aided in the 
selling of Liberty Bonds by inviting heroes 
of the war, famous persons of the stage and 
movie favorites to make appeals to crowds 
gathered within the Retail Store. Above 
Leo Ditrichstein is shown taking subscrip- 
tions at a booth on the main floor. 



45 





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ENTERTAINING MEN IN SERVICE 



On Saturday afternoons Marshall Field 
<y Company invited service men to the 
Men's Grill. Here volunteer entertainment 
was provided by some of Chicago's best 
known theatrical stars and musicians, as 
well as by fighters direct from the front. 



46 




A TREAT FOR THE JACKIES 



The entertainment upon these occasions 
was of wide variety, and was especially 
appreciated by those who were jar from 
home. Marshall Field & Company pro- 
vided ice cream and cake, without expense 
to the boys in khaki and blue. 




STORIES OF BATTLE 



Soldiers and Sailors were always ready 
to listen to the stories of those who had 
actually been at the front. Numbers of 
returned heroes volunteered to entertain 
them in the Men s Grill of Marshall Field 
& Company. 



48 




AN INFORMAL MUSICAL 



The Mens Grill was a popular rendezvous 
for Sailors. The parties provided by 
Marshall Field & Company were always 
informal. It was found that the boys them- 
selves were excellent entertainers. 



49 




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One issue of "Fashions of the Hour" a magazine published by the 
Retail Store of Marshall Field & Company for their Chicago Customers, 
was devoted to the American Red Cross. Among the contributors were Lord 
Northcliffe, H. P. Davison, Irvin Cobb, Arthur Guy Empey, Emerson 
Hough, Mabel Boardman, Edgar Lee Masters and John T. McCutcheon. 
Proceeds from the 150,000 copies printed, $5,600, were given to the Red 
Cross Society. 



52 



THE USE OF ADVERTISING SPACE IN 
THE NATIONAL CAUSE 

THE use of newspaper advertising to pro- 
mote an intense spirit of patriotism 
was one of the most common expressions of 
the merchant's desire to lead in public service 
in his community. 

A tremendous expenditure was willingly and 
enthusiastically made for this purpose. 

Typical advertisements, placed in Chicago 
newspapers by Marshall Field & Company, 
are shown on the following pages. 



53 




CHEERS AND HEARTY WELCOME for the mighty hosts 
now home again! 

The Rainbow Division! With colors symbolizing sunshine after 
storm; the end of a noble emprise; the Great Adventure! 

The Rainbow's end; the Pot of Gold — rejoicing hearts and a 
nation's gratitude! 

MARSHALL FIELD & COMPANY 



{A page to greet the Rainbow Division when it arrived in Chicago. 
Published May 8, 1919.) 






Conquerors! 

WELCOME— to the flower of the prairies, 
bearing the blossom of victory! ftHome* 
love greets with rejoicing those daring spirits 
who proved so sterling in the crucial test* ftThe 
same spirit that once dotted virgin expanses with 
the caravan of civilization — venturing, daring, 
conquering. CThe spirit of the Great West! 

MARSHALL FIELD & COMPANY 

{Published May 27, 1919, to welcome the Prairie Division on the day 
of its arrival in Chicago?) 




{Published in Chicago newspapers on Memorial Day, 1919) 



56 




CHEERS AND EMBRACES 

For our gunners and engineers! 

Hail, last of our Prairie Boys; welcome to 

the city that is home! . 
You have given noble account of yourselves; 

we are proud of you. 
We strew your path with flowers. 

MARSHALL FIELD & COMPANY 

^ Welcome Home" publicity. At this parade held June 5, 1919 roses were strewn 
in the path of the soldiers as shown in the illustration.) 



57 




"THE DAWN OF PEACE" 



{Published as a full -page in newspapers, Armistice Day, November u, 1918.) 



58 




COMING HOME 



(Published Thanksgiving Day, 19/8, by Marshall Field & Company in honor of 

their employees in the service?) 



59 



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7^<? grd^/ service flag of Marshall Field & Company, which hung in the rotunda of 
the Retail Store, contains 1789 stars, with twenty-seven of gold for those who gave 
their lives for world democracy . 



fiO 



In jftlemortam 



IN honor of twenty-seven fellow workers whose lives were 
sacrificed in the Great War, the employes of Marshall Field 
& Company held a memorial service in the Auditorium Theatre, 
Chicago, December 8, 1918. Four thousand three hundred men 
and women, a fourth of the employes in Chicago, attended, 
filling the great Auditorium to the doors. 

The Marshall Field Choral Society of two hundred voices sang 
and Dr. Frank W. Gunsaulus delivered the sermon. Flanking 
the stage hung the memorial flag bearing in gold the names of 
the heroes. 

The following paragraphs, written by Irvin Clay Lambert, for 
twenty-six years an employe of Marshall Field 85 Company, 
appeared in the program of the memorial service: 

"Moved by rapture high and fine, they left us to cross 
the infested sea. Forth they went, dreaming not of a 
peace reserved for us alone, but with a vision that reached 
far down the years — a purpose to clear the road for chil- 
dren yet unborn. 

Serene and strong, and armed with swords forged in the 
white flame of Truth and Justice, they met the ruthless 
enemy of mankind, and foe-ward fell like men ! With stoic 
calm they gave their lives for something dearer still. 

They never doubted clouds would break, 

Never dreamed, though Right were worsted, 
Wrong would triumph. 

For them our memory shall not fail nor falter. Not in 
vain was the last charge made, the last mound captured ! 
The red harvest of slaughter is ended, and today we recall 
with holy pride that they sealed with their life's blood the 
pledge of Human Freedom ! Sleep on, brave souls, in your 
consecrated places! Yours is the tomb of Eternal Years." 



61 



